- Rottnest Island plays starring role
- Campaign targets Asia, Europe and the Americas
Rottnest Island takes a starring role in the latest chapter of the There’s Nothing Like Australia marketing campaign, launched by Australian Hollywood star Chris Hemsworth in New York today.
Acting Tourism Minister Albert Jacob said Western Australia deserved its prominent place in this $40 million national and international campaign.
“Rottnest Island is the WA focus of the campaign videos but we firmly believe this footage will be a springboard for visitors to explore more of the State and for Tourism WA to leverage this interest through other marketing opportunities,” Mr Jacob said.
“WA is renowned for our beautiful natural landscape, and stunning plants and animals, many of which are found nowhere else in the world. Our Kimberley region provides for a wilderness experience like no other and Perth city has come of age with the highest quality of restaurants and small bars now making it a must-do experience.”
Tourism WA worked closely with Tourism Australia and its production team to guide the location choice for the WA aspect of the campaign, which was shot over four days last November at Rottnest’s Mabel Cove, Fish Hook Bay, Parakeet Bay, Herschel Lake and Pinky Beach. A crew of 30 was involved, with the focus on authentic individual and family experiences.
“I hope that this campaign will instantly inspire overseas visitors,” the Acting Minister said.
“Our magnificent coastal and aquatic experiences are truly unique within Australia and the world.”
Today’s Bryant Park, New York, launch features virtual reality displays and aquatic-themed images projected onto the park’s famous ice rink. Tourism Australia will be rolling out this new campaign in key tourism markets across Europe, the Americas and Asia, including in China during Australia Week in April.
The television, print and online campaign will include a magazine featuring stories on Fremantle, Cottesloe, Rottnest Island, Rockingham dolphins, Ningaloo, the Pinnacles, Monkey Mia, Margaret River, whale watching, the Cape To Cape, Denmark, Broome and the Kimberley’s Horizontal Falls.
“Our Ningaloo Marine Park is one of the few places in the world where tourists can swim with whale sharks,” Mr Jacob said.
“This year we are starting a trial of swimming with humpback whales in the same marine park to give visitors another great experience of nature.”
- Rottnest Island is one of 12 coastal experiences featuring in the campaign
- Tourism WA’s USA representatives are attending the campaign launch and two days of media meetings with major travel publications
- Next month, Tourism WA will host a WA-specific event in Los Angeles, prior to the Australia Marketplace 2016 and the Australian Tourism Summit